Frito-Lay North America, Inc.

Rachel Ferndinando, Chief Marketing Officer
Marissa Solis, SVP, Core Brands
BrandiRay, Senior Director, Marketing
Anya Schmidt, Marketing Director
Amanda Rider, Marketing Manager
Amber Cline, Marketing Analyst
Brodie Dunn, Director of Strategic Insights
ChrisYemma, Communications Director
Emma Quigley, Head of Music and Entertainment

Goodby Silverstein & Partners *Lead Agency

Margaret Johnson, Chief Creative Officer
DavidSuarez, Executive Creative Director
Eamonn Dixon, Executive Creative Director
Brett Beaty, Associate Creative Director
Josh Hacohen, Associate Creative Director
Pedro Furtado, Copywriter
Fabio Santoro, Art Director
Quinn Gravier, Photographer
Mark Sandhoff, DP
Brian McPherson, Managing Partner
Leila Gage, Head of Production
Timothy Plain, Executive Producer
TopherCochrane, Senior Producer
Jenna Duboe, Group Account Director
ChrisNilsen, Account Director
Max Proctor, Account Manager
Maria Ragusa, Assistant Account Manager
Ralph Paone, Group Brand Strategy Director
Gabriella Dishtosky, Brand Strategy Director
Shaza Elsheshtawy, Senior Brand Strategist
CaitlinNeelon, Communication Strategy Director
Drew Forrest, Senior Communications Strategist
Judy Ybarra, Head of Business Affairs
Kristian Evanculla, Business Affairs Manager
Rowena Cuejilo, Broadcast Traffic Manager

OMD

Ketchum

VaynerMedia

Dummy Films

Harold Einstein, Director
JonathanFreeman, DP
MichaelKanter, Line Producer

Cheetos was hitting a growth plateau, and planned to launch Cheetos Popcorn to attract new households. But the popcorn subcategory exists in opposition to the messy indulgence of snacks like Cheetos. By embracing and amplifying the dust that makes Cheetos distinct, even if it’s a polarizing attribute, the campaign sold 100MM in Cheetos Popcorn, hitting 250% to plan; brought 1.75MM new households into the Cheetos trademark; and drove 75% of Popcorn subcategory growth. Cheetos’ weakness, ultimately, became its superpower.